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Aimy: from Cambridge University’s Brilliance in Maldives to disrupting hospitality marketing
Maldives has made significant progress on gender equity and equality in recent years. But there is still a lot has to be done; limited opportunities and information for women, and cultural barriers, restrict the choices available to them. In addition, limited resources, cultural barriers and in some cases conservative religious groups combine to restrict the participation and leadership of women in society and business.
A 2010 study found that Maldivian women are the least employed demographic in the resort industry, accounting for only three per cent of the total eight per cent of female workers at resorts in 2010. Local and foreign men constitute 92 per cent of the industry. According to the study’s findings, “culture, religion, and women’s role in the family, the role of the family, safety, geographical spread, transportation, education and awareness” were the main factors preventing women from seeking resort employment at the time.
It was true for Aminath ‘Aimy’ Rausha Haadhee when she decided to join the hospitality industry right after high school. The social stigma of women working in resorts got in the way, with some amongst her family and friends suggesting her to look elsewhere for her career prospect. Some even thought she was making a mistake by moving to an island from capital Male — where most Maldivians go looking for better opportunities. They thought as a straight A student, she could do much better by choosing a career like business management.
But Aimy knew what she wanted to do. So, moving back to her native atoll of Addu after A-Levels and taking up a job at the neighbouring Shangri-La’s Villingi Resort & Spa was a natural start to her dream career. Her dislike of living in the busy, stressful capital city made it easier!
Maldives Insider sits with Aimy, the Public Relations Manager at LUX* North Male Atoll, to find out about her rewarding career, and to gain an insight into the opportunities and challenges faced by locals, especially women in the hospitality industry.
Maldives Insider: How did you get your start in the industry?
Aimy: I actually wanted to study tourism management but my dad and I had to always disagree on it. He thought I should study business management because I was amongst the first Maldivians to get Cambridge Brilliance Award in Commerce in my O-Levels.
MI: How would you describe your first few years in the industry?
A: I finished my A-Levels in 2009 and joined Shangri-La’s Villingili Resort in 2010 as a reservations agent. I spent one and a half years there before going to Malaysia to do my Bachelors Degree in International Business Management. I did an internship in front office at Conrad Maldives Rangali Island during my summer break in 2012. I graduated on August 16, 2014. On August 22, I was already in Cheval Blanc Randheli.
MI: What made you shift your career to sales and marketing?
Even though I was in reservations at Randheli, I was really interested in sales. And I was already doing PR and social media marketing as a hobby. It’s something I’ve always wanted to do. If you’re in reservations, you’re very much linked to the agents. It’s up to you to develop your skills in sales. I wanted to learn both marketing and sales. Marketing is more interesting to me because I’m really fascinated by digital and social media marketing, which were my favourite modules at university.
I found an opportunity at Gili Lankafushi for a sales and marketing executive. It was a tempting opportunity because I could do both sales and marketing. So I took the job in 2017. The work environment at Gili Lankanfushi was very open; you could play with your creativity. My Marketing Communications Manager, Tammy Gan, was a very experienced and strong marketing and communication professional, and she pushed me every single time to do better. She’d always ask me, “Why don’t you do it a little differently?” We had a fantastic relationship, so she delegated a lot of tasks to me. That’s how I learned a lot so quickly.
I wasn’t sure if I wanted to make the shift from reservations and sales to marketing, but it all just came to me when I got into the field. It’s the best fit for me.
MI: How has your career advanced over the years?
A: In December 2018, I got the chance to move to LUX* Resorts. I didn’t think I would leave Gili because the people and work environment there were just non-existent elsewhere. But since LUX* North Male is in development and I’ve never had pre-opening experience, I took the chance.
I joined LUX* North Male Atoll in December. From the very first moment I took up the job, I was neck deep in a variety of things. We were doing sales, all the while getting ready for our #Firstontheisland campaign. That campaign was a wonderful experience. We had a team of about 25 influencers and journalists on the island for four nights. I was managing all of our official social media handles. I’d be getting 40 messages on Instagram alone. That’s on top of taking care of the itineraries, hosting people, doing the admin work and handling sales.
I consider the PR and marketing side of LUX* North Male Atoll as my baby. I remember the first time I came to the island. Since it was in construction stage there were cranes and all sorts of machineries on the island. A lot of people in the industry were betting against us too; they were saying that the resort wouldn’t open and that it wouldn’t be a ‘wow’ property. But the moment I stepped foot inside a villa, I knew I could market it and sell it very easily. Our Instagram reach is proof of that; in a short period of time, we’ve been able to achieve one of the highest levels of following and engagement amongst Maldivian resorts.
MI: What would you say is the secret behind your success?
A: I’ve been giving a lot of commitment and dedication to my work. My work day runs easily to 13-15 hours. There was this one time during my first few weeks at Randheli when a lot of my colleagues in reservations were leaving. I was left alone to handle everything related to reservations for almost five months. I had to handle all agent bookings, special requests and seaplane movements.
When I see the results of what I do — when I stay up for 12 hours to finish my work and it looks perfect — it gives me a great deal of satisfaction. There was this one time during last Ramadan when we did a photoshoot and I had to wake up at 4am and stay with the photographer until 6pm every single day for four days straight. But I loved it!
MI: Has the situation improved for locals, especially women, working in the industry?
A: It’s really difficult for locals to get jobs in the industry, especially when I joined. For me, it took about six months and countless applications to land a job.
It’s improved a little because we can see more and more locals, especially women in the industry. Then again it’s still not easy. I think a lot of international companies see Maldives as a small country and assume that the people will be narrow-minded. But if you really look at it, our literacy rate is one of the best in the world and we’ve more degree holders than most of our neighbours and similar island nations.
MI: What should be done to improve the situation?
A: It’s a work in progress. Things are improving but a lot more needs to be done. A lot of resorts still prefer foreigners over locals, especially for managerial positions. Many qualified people are being rejected countless times, only to find out that someone who isn’t even qualified and has lesser experience has been hired for the post. So, even with experience and education, it’s still difficult for Maldivians to get jobs.
Hospitality jobs used to be a blue collar job, but it’s no longer the same. I notice a lot of youngsters in the industry who work hard — even those that don’t have to work because they get rental income from their houses in Male — but they get a limited number of opportunities to grow their career. So, leaders in the industry need to let the young generation take lead. They need to create opportunities for Maldivians to take up managerial positions.
For me, what I’ve noticed is that if you didn’t move, you’d be in the same place.
MI: What would you say to young Maldivians, especially women who want to join the industry?
A: If you want to do it, just go for it. It opens a lot of doors for you. Working a desk job in Male maybe simple with less challenges, but if you go into the tourism industry it lets you explore yourself and the world around you.
MI: What do you plan on doing in your future?
A: I live by the words of Walt Disney, ‘It’s always fun to do the impossible’.
For me, most of the ideas come from people and the stories they share. I want to tell the untold stories of the ordinary people making it all possible. I’m currently working on a series of stories that showcases the talent of our team members. I think everyone has a story to tell and focusing on their soft side and their experiences will make the guests’ holiday experience more personal.
From a young age, my dream has been to disrupt the industry; t0 do something nobody in the industry has ever done. I don’t know how I’m gonna do it, but I know I will someday.
Cinnamon Hotels & Resorts Maldives has announced a limited-time flash offer inviting travellers to experience the Maldives in March, one of the destination’s most favourable months, with savings of up to 80 per cent when booking direct. The promotion is available across all four Cinnamon resorts in the Maldives and combines discounted rates with added island experiences, allowing guests to enjoy the destination during a period of ideal weather conditions.
The offer is open for bookings from 23 January to 2 February 2026, for stays between 1 March and 31 March 2026, using the promotional code MARCH26.
Guests booking under the offer can look forward to a range of experiences, including diving and snorkelling excursions with opportunities to encounter manta rays, reef sharks and sea turtles. On land, activities include island hopping, sunset fishing trips, Balinese spa treatments and four-course beachfront dinners. Guests staying a minimum of three nights are also eligible to receive resort credits of up to USD 150, providing additional value during their stay.
At Cinnamon Dhonveli Maldives, guests booking direct may select any two island experiences, or enjoy up to all available benefits once per stay depending on their GHA DISCOVERY membership tier, along with USD 100 in resort credits for stays of three nights or more. Available experiences include a beach dinner, a Balinese massage, a swim and snorkel excursion, and a local island visit.
At Cinnamon Velifushi Maldives, guests may select any two island experiences, or enjoy up to all benefits once per stay depending on their GHA DISCOVERY membership tier, together with USD 150 in resort credits for qualifying stays. Available options include a beach dinner, a spa treatment, island hopping and dolphin watching.
At Cinnamon Hakuraa Huraa Maldives, guests may select any two island experiences, or enjoy up to all benefits once per stay depending on their GHA DISCOVERY membership tier, along with USD 100 in resort credits for stays of three nights or more. Experiences include sunset fishing, island hopping, a bottle of sparkling wine and a kayaking experience.
At Ellaidhoo Maldives by Cinnamon, guests booking direct may select any two island experiences, or enjoy up to all benefits once per stay depending on their GHA DISCOVERY membership tier, together with USD 100 in resort credits for qualifying stays. Available experiences include a beach dinner, a Balinese massage, sunset fishing and a dolphin safari.
Under the GHA DISCOVERY membership programme, Silver tier members may select two benefits, Gold tier members may select three benefits, and Platinum tier members are entitled to all listed benefits once per stay.
In addition, GHA DISCOVERY members who book direct are eligible for further privileges, including the ability to earn and redeem DISCOVERY Dollars, potential room upgrades up to suite category, and early check-in and late check-out, subject to availability and membership tier.
Available for a limited time, the flash offer is designed to encourage travellers to visit the Maldives in March, when weather conditions are favourable and island experiences are at their most appealing.
At Sun Siyam Vilu Reef, romance forms an integral part of the island’s atmosphere, unfolding from the first light of sunrise to the calm of moonlit evenings. This Valentine’s season, the boutique resort is inviting couples to rediscover connection through a curated collection of experiences designed specifically for two. From early morning moments by the lagoon to evenings beneath the stars, each experience is created to celebrate intimacy, encourage togetherness and transform simple moments into lasting memories.
One of the signature experiences offered is the Sunrise Lagoon Breakfast, designed as a gentle beginning to the day in a tranquil setting. Breakfast is served directly over the water, allowing couples to enjoy the warmth of the early sun and the sound of the waves in a private and visually striking environment. The experience is intended for guests who wish to begin the day in a quiet and intimate way.
As evening approaches, couples may retreat to the Tranquillity Package, created for those seeking relaxation and renewal together. The experience takes place in one of the resort’s outdoor cabanas during the golden hour and begins with a traditional foot bath ritual. Guests may then choose between a Balinese massage or an Asian blend massage, followed by a relaxing foot treatment. The ritual concludes with a toast using a chilled bottle of sparkling wine, reflecting the resort’s focus on personalised service and romantic detail.
Nightfall introduces an exclusive date night through the resort’s Cinema by the Moonlight experience. Couples may choose from a floating cinema aboard a dhoni, a sunset cruise with a film, or a private dinner accompanied by champagne in a tailored setting. These experiences combine cinema with the natural beauty of the Maldivian night sky, offering personalised menus and locations designed for an intimate evening.
Throughout February, Sun Siyam Vilu Reef presents its Valentine’s Collection under the theme of Coastal Blush and Champagne Bubbles. The programme includes experiences such as a floating breakfast, signature cocktails, dedicated Valentine’s spa rituals, private lagoon dining and starlit movie nights. Each element is designed to encourage connection and create a relaxed and romantic atmosphere.
Together, these experiences form a season of calm, harmony and reflection for couples, with every detail intended to deepen the sense of escape and support meaningful reconnection at Sun Siyam Vilu Reef.
The Ritz-Carlton Maldives, Fari Islands has unveiled its Masters of Crafts programme for 2026, presenting a year-long series of residencies and collaborations designed to celebrate artistry, innovation and cultural exchange. The programme brings together internationally recognised figures across culinary arts, mixology, wellness, sport, music and design, inviting guests to engage with craftsmanship at its highest level within one of the Maldives’ most distinctive island settings.
The 2026 calendar reflects the resort’s focus on transformative travel and experiential learning, uniting masters from diverse disciplines who share a commitment to excellence. Throughout the year, guests will have the opportunity to explore a wide range of experiences, from surf coaching with a world-class athlete and guided stargazing with an astronomer, to Michelin-starred dining, bar takeovers by leading mixologists, immersive wellness practices and encounters with contemporary artists. The programme is shaped by the resort’s Blue Prescription philosophy, which emphasises wellbeing, balance and the restorative power of the natural environment.
The year opens in January with the return of movement coach and founder of the Jacy Method, Jacy Cunningham, who will lead a four-day training series focused on resilience, strength and mindful movement. His sessions will take place across the resort’s gardens, beach and spa spaces, combining high-intensity training with breathwork and connection to the surrounding seascape. Later in January, singer-songwriter and producer Madison McFerrin will present a series of three performances, including a sunset gathering, a candlelit concert and a relaxed morning coffee session, offering guests an intimate introduction to her neo-soul, R&B and jazz-influenced sound.
In February, the culinary and beverage programme will be highlighted by chef Maurizio Bufi of the Michelin-starred Il Fagiano and head mixologist Rama Redzepi, who will host a series of dining and cocktail events at the resort’s Italian restaurant. Their collaboration will combine regional Italian cuisine with curated cocktail pairings, marking the opening of the Behind the Bar series for 2026.
March will see the arrival of award-winning floral designer Harijanto Setiwan, who will host workshops, a botanical afternoon tea and culinary experiences featuring edible flowers, alongside children’s workshops and in-villa floral installations using locally sourced and sustainable materials. In April, astronomer and author Tom Kerss will guide guests through a programme of stargazing experiences, introducing both adults and children to the constellations visible from the Maldives and the stories, science and mythology behind them. Later in the month, mindset mentor Harriet Mandak will lead a three-night retreat for couples, offering guided workshops and shared activities designed to support conscious partnerships.
In June, a trio of leading Asian bars from The World’s 50 Best Bars list will take part in a series of bar takeovers and workshops as part of the resort’s fifth anniversary celebrations, bringing together The St. Regis Bar Jakarta, Punch Room Tokyo and Bar Sathorn Bangkok. In July, big wave surfer Nic von Rupp will return to the resort during the Maldives’ peak surf season, offering coaching sessions for both adults and children around selected surf breaks in the atoll.
The autumn programme continues in October with chef Jean-Philippe Blondet of Alain Ducasse at The Dorchester, who will present a series of fine dining events at the resort’s Beach Shack. In November, fermentation specialist Alexis Goertz will curate a five-day programme of workshops and tastings focused on gut health and probiotic cuisine during the Thanksgiving period. The year concludes in December with a mixology residency by Moebius, ranked among the world’s leading bars, followed by a mindfulness session led by author and wellbeing advocate Virginia Gambardella, integrating meditation, oceanfront reflection and alcohol-free mixology.
Through its 2026 Masters of Crafts programme, The Ritz-Carlton Maldives, Fari Islands continues to position itself as a destination for immersive, high-level experiences that combine cultural exchange, wellbeing and creative expression within a refined island setting.
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